Cannes Lions

ACNE TREATMENT GEL

SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / CLEAREX / 2010

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

A 5 metre-tall poster, featuring a teenage boy, was placed during summer break on a climbing wall located in the largest and most active climbing centre in Israel (1,100 square metres).In order to create the acne illusion, we rearranged the climbing grips, placing them where pimples usually appear on the face.

Teenagers exposed to the pimple-wall will no doubt remember the experience for a long time.

Outcome

It was fun!TV and press enjoyed it too and the brand received free media coverage.Sales increased by 33% vs. 2009.*This was part of a larger campaign which also included print ads.

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